|MOTHERHOOD AS ACTIVISM|
‘My baby is 99% organic’.
The other day I attended an interesting presentation on how young mothers increasingly choose to consume organic products. The research showed that women often take a leading role in deciding on the purchase of organic products. Women are still the first child educators and are most often responsible for the household with a very limited role for their partners. Some are being supported by their spouses, but many men don’t seem to care as such or are rather cynical. Women can be critical too, especially about green washing, but the act of consuming green products itself gives them confidence that they’re doing good.
In fact, many of them say that they don’t like signing petitions from environmental campaigns. Instead they prefer to be a conscious consumer and purchase organic products because they feel it has more direct effects. This consumer-citizenship influences the choice between where they do their shopping. Women prefer buying products at their neighbourhood stores as opposed to going to larger supermarkets. By doing so, they feel they have a more positive impact on society.
A question raised was if the LOHAS consumer does not just practice another kind of consumerism. Wouldn't it be good to simply consu-less instead of more of a different product range? And how green are all these new products really? Some of the entrepreneurs I interviewed while in Canada are answering some of these questions for me while I prepare for motherhood. Nicole Bridger is a young mum tweeting on natural baby care, green housekeeping and of course her fabulous eco collections. Michael Ziff is the owner of Hip Baby and the coolest cloth diaper dad I have met. With their help, I am looking forward becoming a mommy activist myself!
Fashion Guide USA
written by Fashion Guide USA, May 05, 2010
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